Polytan Tackles Europe: 3 Markets, Six Times the Leads
Polytan is one of the world’s leading manufacturers of synthetic sports surfaces and a core brand of SportGroup Holding.
Founded in 1970 in Bavaria, Polytan develops, produces and installs running tracks, artificial turf systems and all-weather pitches for clubs, schools, municipalities and the world’s biggest stages. For the Paris 2024 Olympic Games, Polytan created the world’s first CO2-neutral artificial turf for field hockey. With around €300 million in annual revenue and more than 500 employees, Polytan sets the pace in an industry where every surface has to perform, season after season.
Three markets. Six times the leads.
Opportunity
Europe’s sports pitches are heading into a renovation wave.
Under EU rules adopted in 2023, plastic and rubber granular infill for synthetic sports surfaces can no longer be placed on the market from October 2031. Thousands of pitches across Europe will need new solutions in the years ahead, and the clubs, municipalities and planners behind them are researching their options now. For Polytan, the opportunity was to be the first name these buyers meet when they search, not only in Germany, but in France and the UK as well.
“A renovation wave like this comes once in a generation. Giving every product line its own pipeline let Polytan meet demand in three markets at once.”
Ben DietrichCEO & FounderApproach
After the growth story with Melos, SportGroup brought Polytan to Mediacharge in early 2026. The collaboration continues today.
The paid media setup was rebuilt from the ground up: instead of a handful of generic campaigns, every key product line got its own search presence, from artificial turf systems to multi-sport surfaces, in Germany, France and the UK. YouTube adds reach with video that brings Polytan’s surfaces to life. Polytan and Mediacharge work in a close weekly rhythm, moving budget to the products and markets with the strongest demand.
Result
The new setup took off fast.
Monthly leads grew more than sixfold compared to the previous setup, and Polytan now generates demand in three markets instead of one. Germany leads the way, while France and the UK add a steady stream of enquiries from new buyers. Every core product line now has its own pipeline, giving SportGroup a clear view of where demand grows next. After Melos, Polytan is the second SportGroup brand to turn paid media into a dependable growth engine.
6x
Monthly leads
3
Markets
